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Clear out junk files and repair common Windows errorsFree Scan →Scan for outdated or missing drivers - takes under a minuteDriver Scan →Repair Windows errors before they cause bigger problemsFix Now →Yes—Twitter, now X, really did relax its cannabis-advertising policy. The change began on February 15, 2023, and X’s current policy allows some approved, licensed cannabis and CBD advertisers to target the United States. But this is not unrestricted permission to advertise marijuana products for sale. U.S. campaigns are generally limited to brand-preference or informational content, with strict licensing, age, geographic, creative, landing-page, and regulatory requirements.
What changed?
Before February 2023, Twitter generally prohibited cannabis advertising, apart from narrow categories such as certain topical hemp-derived CBD products. On February 15, 2023, the company announced that selected state-legal cannabis businesses could advertise in the United States. Contemporary reporting described Twitter as the first major U.S. social platform to permit this type of cannabis advertising (Axios; Reuters reporting).
The company relaxed its rules further in April 2023. Later policy updates have continued to vary by country. X’s policy log records a U.S. cannabis-advertising update in February 2026 and a Thailand update in March 2026 (X policy update log).
The key distinction is between advertising a cannabis brand or providing information and advertising cannabis for sale. The former may be permitted after review; the latter is generally prohibited in U.S. ads.
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What X currently allows in the United States
Under X’s current drugs and drug paraphernalia policy, approved advertisers may promote certain cannabis-related brand, business, and informational content. That can include cannabis, THC, CBD, cannabinoid products, and cannabis-related businesses or services, subject to the policy’s limits.
In practical terms, a campaign might focus on:
- Brand awareness or brand preference
- Educational information about a business or product category
- Corporate or dispensary branding
- Information about a cannabis-related service
That does not mean an X user can necessarily click an ad and buy marijuana. X generally prohibits promoting or offering the sale of cannabis and cannabinoids. The narrow U.S. exception covers topical, non-ingestible, hemp-derived CBD products containing no more than the government-set 0.3% THC threshold.
Who can advertise?
A U.S. cannabis advertiser must generally:
- Hold the required licenses from the relevant authorities.
- Advertise only in jurisdictions where it is licensed to promote the relevant products or services online.
- Obtain X approval or pre-authorization.
- Target only people aged 21 or older.
- Comply with applicable laws, regulations, and advertising standards.
General access to X Ads does not guarantee approval for a cannabis campaign. The account, creative, targeting, and destination page can all be reviewed under X’s advertising policies (X advertising policies).
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What cannabis ads cannot do
Permitted U.S. campaigns must avoid several common advertising techniques:
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1Scan for outdated or missing drivers - takes under a minute2Repair Windows errors before they cause bigger problems3Fix the driver behind crashes, sound loss and screen glitches- No direct cannabis sales promotion: An ad generally cannot offer marijuana or cannabinoids for sale.
- No consumption imagery: Ads cannot depict people using cannabis, consuming it, or appearing intoxicated.
- No health or efficacy claims: Claims that cannabis treats pain, anxiety, insomnia, cancer, or another condition are not permitted under the policy.
- No minor-oriented creative: Ads cannot appeal to minors or use characters, celebrities, athletes, imagery, or icons likely to appeal to them.
- No minors or pregnant women as models.
- No interstate-transport encouragement: Creative cannot encourage moving cannabis across state lines.
- Age-gated destinations: Landing pages must be age-gated, and sales destinations must use age verification.
These restrictions make X’s cannabis program materially narrower than a conventional consumer-product advertising program.
Why “state legal” is not enough
A business being licensed in one state does not automatically authorize a nationwide X campaign. Four separate questions matter:
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- Is the business licensed?
- Is it licensed to promote online in each target jurisdiction?
- Does X approve the advertiser and campaign?
- Are the creative, claims, landing page, and sales process lawful?
State cannabis legalization also does not override federal restrictions, local advertising rules, licensing conditions, age requirements, or rules governing cannabis sales and interstate commerce. X’s permission is a platform-policy decision, not a change to cannabis law. X states that advertisers remain responsible for complying with applicable law.
How the rules differ outside the United States
X does not apply one global cannabis-advertising standard.
Canada
Approved Canadian advertisers must be licensed by Health Canada and limit campaigns to informational or brand-preference content. They must target only jurisdictions where they are licensed and avoid price or distribution information. Canadian ads also cannot appeal to people under 18, use testimonials or endorsements, depict people, characters, or animals, or use lifestyle imagery associated with glamour, recreation, excitement, vitality, risk, or daring.
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Thailand
X’s policy update log says cannabis advertising became permitted with restrictions in Thailand in March 2026. The current policy limits advertising to licensed products and businesses, including certain cannabis cosmetics, foods, beverages, supplements, herbal products, and dispensaries. It restricts targeting people under 21 and bars or limits depictions of recreational or public use, imported cannabis products, cannabis flowers, and products exceeding the applicable THC threshold.
Advertisers should therefore evaluate the target country, product, license, creative, and landing page separately rather than assuming that U.S. approval travels internationally.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.What a compliant campaign might look like
Illustrative example, not a guarantee of approval: A licensed dispensary promotes its brand and publishes educational information about its business. The campaign targets adults aged 21 and older only in jurisdictions where the dispensary is licensed for online promotion. The creative contains no consumption, smoke, intoxication, health claims, minors, celebrity imagery, or direct offer to sell marijuana. Its destination page is age-gated and does not turn the ad into a prohibited product-sales promotion.
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- This lock bag measures 8.5 x 5.5 x 4.5 inch. Our bag contains 3 removable dividers allowing you to organize your items however you choose. Suitable for storing your U Disk, cards, strong odor accessories etc
- Powerful combination lock: The easy-set and powerful combination lock will keep your children away from your personal items at home! Perfect for short trips, travel and home storage (Initial password 000)
- High Quality: Our smell proof bag is crafted from 300D polyester fabric and equipped with a silicone waterproof zipper, ensuring a tight seal and exceptional durability
- Great Gift Idea: Our storage bag is the perfect gift for anyone seeking a discreet way to store valuables. We confidently back our products with a 24-month warranty
Even that campaign could be rejected if the license, audience settings, wording, imagery, or landing page fails X’s review or applicable local law.
Common reasons for rejection
- Confusing general X Ads eligibility with approval for cannabis advertising.
- Using broad geographic targeting that includes jurisdictions where the advertiser is not licensed.
- Sending users to an ordinary e-commerce page with a product menu, prices, and an immediate purchase button.
- Making medical, therapeutic, or other efficacy claims.
- Showing smoking, vaping, edibles, intoxication, or recreational use.
- Assuming every CBD product qualifies for the U.S. exception.
- Using broad audience expansion that undermines the campaign’s age or geographic controls.
Why X made the change
Contemporary reporting characterized the policy change as an effort to attract cannabis-industry advertisers and diversify advertising revenue. That is a reported commercial rationale, not proof that declining advertising revenue alone caused the decision (Associated Press reporting via NY1).
For cannabis businesses, the practical result is a rare additional paid-social option. But access does not guarantee reach, conversions, or regulatory safety. Strict creative and targeting rules may make X more useful for brand awareness and education than for direct-response product sales.
Quick Recap
Checklist before applying for X Ads
- Confirm that every required business and product license is current.
- Map the exact jurisdictions where online promotion is permitted.
- Define the campaign as brand, informational, or service-oriented rather than a direct cannabis-sales offer.
- Restrict U.S. targeting to people aged 21 and older.
- Remove consumption imagery, health claims, minor-appealing elements, and interstate-transport language.
- Prepare an age-gated landing page and compliant age verification where sales occur.
- Review the campaign against X’s current policy and applicable local law.
- Apply through X Ads and treat platform approval as separate from legal clearance.
Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on Amazon at the time of purchase will apply.
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